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2014 Destination BC Tourism Workshop Final Plan

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2014 Destination BC Tourism Workshop Final Plan TOURISM PLANNING WORKSHOP BRIDGE RIVER VALLEY September 26, 2014 Destination BC Representatives: Aimee Epp (604) 660-3763 [email protected] Amy Thacker Cariboo Chilcotin Coast Tourism Region 250-392-2226 [email protected] Destination BC Facilitator: Suzanne Denbak (604) 905-9678 [email protected] Table of Contents 1.0 Introduction and Methodology ................................................................................................. 4 Background ............................................................................................................................. 4 Priorities for the Community Tourism Foundations Program ................................................ 5 2.0 Tourism Strategic Planning Process ......................................................................................... 8 3.0 Bridge River Valley Tourism Objectives ................................................................................. 9 4.0 Market Research .................................................................................................................... 10 4.1 Macro Environment ............................................................................................................ 10 4.2 Consumer & Travel Trends ................................................................................................ 11 4.3 BC Tourism Trends............................................................................................................. 11 4.4 Cariboo Chilcotin Coast Regional Profile and Vancouver, Coast & Mountains – Regional Profiles (April 2013) ................................................................................................................. 11 4.5 Visitor Characteristics – By Market ................................................................................... 14 4.5.1 British Columbia Residents ......................................................................................... 14 4.5.2 Canadian Travellers ..................................................................................................... 14 4.5.3 US Travellers ............................................................................................................... 15 4.5.4 United Kingdom........................................................................................................... 15 4.5.5 Germany ....................................................................................................................... 15 4.6 Visitor Characteristics – By Activity .................................................................................. 16 4.6.1 Hiking .......................................................................................................................... 16 4.6.2 Cycling and Mountain Biking ...................................................................................... 16 4.6.3 Touring ......................................................................................................................... 17 4.6.4 Heritage ........................................................................................................................ 17 4.6.5 Snowmobiling .............................................................................................................. 17 4.6.7 Fishing.......................................................................................................................... 18 4.6.8 Festival Tourism Enthusiasts ....................................................................................... 18 4.7 Market Research Implications ............................................................................................ 18 Sector/Market Implications ................................................................................................... 18 5.0 Current Visitation to the Bridge River Valley ........................................................................ 19 6.0 Bridge River Valley – Current Situation Analysis ................................................................. 20 Access and Infrastructure .......................................................................................................... 20 Access to the Bridge River Valley ........................................................................................ 20 Visitor Infrastructure ............................................................................................................. 21 Accommodation .................................................................................................................... 21 Restaurant/Retail ................................................................................................................... 22 Conclusions/Implications – Access and Infrastructure ......................................................... 22 Existing Visitor Experiences ..................................................................................................... 23 Summary of Experiences ...................................................................................................... 23 Conclusions/Implications of Existing Visitor Experiences .................................................. 25 Existing Marketing and Promotion ........................................................................................... 26 Conclusions/Implications of Existing Marketing and Promotion ......................................... 28 Existing Tourism Organization and Funding ............................................................................ 28 7.0 Summary Tourism Strengths/Weaknesses/ Opportunities/Threats ........................................ 29 Strengths ................................................................................................................................... 29 Weaknesses ............................................................................................................................... 29 Opportunities............................................................................................................................. 30 Threats....................................................................................................................................... 30 8.0 Unique Selling Proposition & Target Markets ....................................................................... 31 9.0 Strategies and Tactics ............................................................................................................. 33 9.1 Access and Infrastructure Strategies .............................................................................. 34 9.2 Product/Experience Development Strategies ..................................................................... 39 9.3 Marketing/Promotion Strategies .................................................................................... 43 10.0 Implementation ..................................................................................................................... 53 1.0 Introduction and Methodology The following draft Community Tourism Plan for Bridge River Valley summarizes the conclusions and implications developed during a planning session held on September 26, 2014. This draft will be reviewed by participants and further edits and input will be incorporated. The Plan that follows recommends, where appropriate, access/infrastructure strategies, product/experience development strategies and marketing and sales strategies in support of the Bridge River Valley’s objective of growing the local tourism economy in a manner that supports the overarching community objective of building a sustainable community in the wilderness. As well, recommendations are made regarding how best to organize and fund implementation of this plan. Community sustainability embraces environmental health, social vitality and economic opportunity as fundamental elements to be considered as decisions and choices are being made in the Bridge River Valley. This tourism plan focuses on economic opportunities associated with the growth of the visitor economy, however, the achievement of the objectives below and the execution of the recommended strategies are intended to occur in a manner that also promotes stewardship of the environment and enhancement of social vitality, both of which are necessary preconditions for a thriving tourism economy. Background The Bridge River Valley (Squamish Lillooet Regional District Area A including the communities of Gold Bridge, Bralorne, Gun Lake, Tyaughton Lake and Marshall Lake) has embarked upon an update to their tourism planning process with support from the Destination British Columbia (Destination BC) Community Tourism Foundations program. A plan was developed in 2012 and many of the strategies identified therein have been successfully executed. The focus of this initial plan was on foundational infrastructure and visitor experiences including improved access via the Hurley Road, gateway signage kiosks at strategic locations, fuels service in Gold Bridge and the development of a Visitors’ Guide to the region. Given this track record of successful strategy implementation, the time was right for a plan update to establish next steps and future priorities for the continued development of the tourism economy in the region. The Community Tourism Foundations program again provided resources to assist the Bridge River Valley in developing an update to the comprehensive community tourism plan. These resources include the services of professional
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